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External Analysis: Competitive Analysis Nearly 50% of U.S. schools use at least one of its student curriculums, instructional management, or financial software packages. It’s also the largest provider of educational assessment services and solutions. Internationally, it’s ahead of the trend towards independent accreditation via EdExcel, the UK's largest body offering academic and vocational qualifications India, it runs Tutorvista, a network of English Language coaching centers for Indian students that also provides remote tutoring to 10,000 students around the world FastCompany: Most Innovative Companies of 2012 (http://www.fastcompany.com/ /most-innovative-companies-2012/most- innovative-companies-2012-industries-top-10-education)http://www.fastcompany.com/ /most-innovative-companies-2012/most- innovative-companies-2012-industries-top-10-education 12

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External Environment: Competition 13

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External Environment: Competition 14

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External Environment: Relationships Control over public education Pearson presence, profits, contracts Pineapple Gate: “Teachers, parents and education experts all chimed in. Nobody liked the talking pineapple questions. The Daily News, which broke the story, corralled “Jeopardy!” champion Ken Jennings, who concluded that “the plot details are so oddly chosen that the story seems to have been written during a peyote trip.” Gail Collins, “A Very Pricey Pineapple” (New York Times) 15

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External Environment: Substitute Other testing services – which may not be aligned to curriculum Competitor products 16